Women in Sales
Associate Dean – Full-time Programmes
Renuka Kamath holds a Ph.D. from the University of Mumbai, with a research focus on Modern Vs Traditional Retailing. She has a bachelor’s (BSc) and master’s (MSc Prev) degree in Chemistry from Delhi University and Post Graduate Diploma in Management from T.A. Pai Management Institute, Manipal, Karnataka.
With over 3 decades of experience, she worked in the industry for 15 years leading responsibilities in Marketing and Sales within Education and Technology industry. She embarked on her academic career in 2005 and has taught courses including Foundations of Marketing, Marketing Management, Sales and Distribution, Design Thinking, Strategic Marketing, and Marketing Simulations.
Her intellectual contributions have been vividly published and presented in renowned journals and case publications, conferences, and periodicals. Her research is anchored on topics covering Women in Sales, Ecommerce, Channel Management, and Design Thinking.
Her research and teaching efforts have been recognized and she is the recipient of ‘Best Seller Case’ Award by Ivey and ‘Outstanding Contribution’ to Academics by Higher Education Forum. She has led administrative leadership roles as an area head, programme head, and chairperson in her previous assignments. She is currently Associate Dean – Full-time Programmes at SPJIMR.
Focus: Marketing, Modern Versus Traditional Retailing
Major: Marketing and Systems
M.Sc. (Pr.), 1987
Women in Sales
Renuka Kamath, Nilendra Singh Pawar, (2022), PHP India: An Ecommerce Dilemma, Emerald Emerging Markets Case Studies, Emerald Publishing.
Kamath, R. (2020). TTK Group’s “SKORE”: scoring in the condom industry. Emerald Emerging Markets Case Studies, 10(1).
Roy, S., Kamath, R. (2020). Born on the internet, how should Suta grow? Emerald Emerging Markets Case Studies, 10(1), 1-19.
Renuka Kamath, (2020), TTK Group’s “SKORE”: Scoring in the Condom Industry, Emerald Emerging Markets Case Studies, Emerald Publishing.
Kamath, R. (2011). Retail Store Choices for Consumers – The Likely India Story. LLIM Journal of Management.
Renuka Kamath (with co-author), (2016), Castrol India Limited: An Innovative Distribution Channel, Ivey Publishing, also on Harvard Business Publishing.
Renuka Kamath, Ashita Agarwal, (2015), It’s not just a cup of ‘Tea’: Building consumer-brand relationship, Emerald’s Emerging Markets Case Studies.
Renuka Kamath, Ashita Agarwal, (2015), Bajaj Auto: The game changer in the two-wheeler segment, The Case Centre.
Renuka Kamath, Sagar Sharma, K. K. Kishore, (2013), An Irate Distributor: The Question of Profitability, Ivey Publishing.
Renuka Kamath, Ashita Agarwal (2013), Evoe Spring Spa – a Positioning Dilemma, Ivey Publishing (a ‘Popular’ case) on Harvard Business Publishing (This case study was ranked # 1 in the ISB-Ivey Global Case Competition 2013, among 100 global entries).
Aditya Gupta (Author & Presenter), Roy, S. (Author & Presenter), Kamath, R. (Author & Presenter), AMA Winter Academic Conference, “All for a Bun and a Bun for All: An S-O-R Perspective on Collective Pandemic Purchasing in Mumbai”, Las Vegas (February 2022).
Jagasia, J. (Author & Presenter), Thakur, R. (Author), Kamath, R. (Author), The annual Americas Conference on Information Systems (AMCIS), “Influence of Display Ads on Additional Product Purchase Contact,” Cancun, Mexico. (August 17, 2019).
Jagasia, J., Thakur, R., Kamath, R., ISDSI, “Assessing the Effectiveness of Display ads on Ecommerce websites,” SPJIMR, Mumbai. (December 30, 2018).
Kulkarni, B. V., Kamath, R., Dhir, V. L., ISDSI, “Design Thinking: Cultivating mindsets,” SPJIMR, Mumbai. (December 30, 2018).
Jagasia, J., Thakur, R., Kamath, R., 12th NASMEI International Conference, “Assessing the Effects of Display Advertising on Ecommerce Websites,” Great Lakes Institute of Management, Chennai. (December 20, 2018).
Kamath, R., “Learn – Consolidate – Grow” – Asia Pacific Conference 2018, “Design Thinking,” GMAC. (November 15, 2018).
Kamath, R., Roy, S., Pawar, N. S., 40th ISMS Marketing Science Conference, “Channel Choice Decisions for E-commerce in Consumer Goods Industry,” Philadelphia, Pennsylvania, U.S.A. (June 14, 2018).
Kamath, R., 39th Annual ISMS Marketing Science Conference, “Is Embedding Social Dimension In Advertising Effective?.” (June 7, 2017).
Kamath, R., 7th Great Lakes NASMEI Marketing Conference, “Exploring brand relationships for mobile phones among Indian youth,” Chennai. (December 2014).
Kamath, R. (Author), Das, S. (Author), 5th IIMA Conference on ‘Marketing in Emerging Economies, “A Study of Age-Related Store Choice Behavior,” IIM Ahmedabad. (January 9, 2013).
Kamath, R., Workshop on the Innovations in the Teaching of Marketing, “Personal Selling,” SPJIMR, Mumbai. (January 2012).
Kamath, R. (2022). Review of Brand Magic, The Art, and Science of Creating Successful Brands by Alan D’Souza and Prashant Pareek. The Hindu Business Line.
Kamath, R. (2021). Review of ‘Where brands reflected nationalism and pride’ by Ramya Ramamurthy. The Hindu Business Line.
Kamath, R., V, S. (2021). Nurturing a healthy mentor-mentee relationship. BLoC- Business Line on Campus.
Kamath, R. (2021). From B-school to life as a salesperson: What do you look out for? BLoC The Hindu Business Line.
Roy, S., Kamath, R. (2020). Markets that rise to the sky: Covid-19 makes skyrises change behaviour to group buying. ET Brand Equity.
Kamath, R. (2018). The hop-on, hop-off consumer. Economic Times – Brand Equity. https://brandequity.economictimes.indiatimes.com/news/business-of-brands/the-hop-on-hop- off-consumer/62437714
Kamath, R., Tripathi, S. (2018). Tales from the road: what I learnt in the field.
Kamath, R. (2016). “Hard Sell, with a Soft Heart” – Should a socially aware society affect its advertising, or its advertising affect society’s conscience? Economic Times, EDIT.
Kamath, R. (2016). Segmenting online consumers. Business Line.
Kamath, R. (2014). Frenemies: Learning to Coexist And Collaborate. Business World.
Kamath, R. (2014). Why the bindi isn’t getting bigger. The Hindu; Business Line.
Kamath, R. (2014). Consuming in a virtuous circle. Business Line.
“Channel choice decisions for e-commerce in consumer goods industry”.
E-commerce channels have increased the opportunities for market access for all organizations. In emerging markets such as India, organizations access diverse consumers through a complex network of channel intermediaries. The channel choice decision between channel configurations offline and through online channels is an interesting area. Firms have developed innovative linkages in dyadic relationships (manufactures as sellers on platforms) or as triads (manufacturer, e-distributors, and e-marketplaces) that impact the transaction cost of the relationship. The governance structures of these relationships, through which firms outsource or build capacity for various transactions e.g., order-booking, payments, warehousing, etc. can be significantly different from those for the traditional channel (off-line), for the same set of products and consumers.
“Is Embedding Social Dimension in Advertising Effective?” (Planning).
The use of emotional connect is age old in building brands. Using social dimensions for emotional connect is a route corporation are taking. Emerging economies often are characterized by many social restrictions related to social issues like widow remarriage, gay rights, etc. Brands have begun embedding these social dimensions in their communication.
Sales and Distribution
Design Thinking and Innovation
Best Seller Case Award – “Evoe Spring Spa: A Positioning Dilemma”, Ivey. (May 5, 2020).
Outstanding contribution in the area of Marketing Management, through teaching, research & publications, Higher Education Forum (HEF). (September 3, 2016).
Professor – Marketing
Associate Professor – Marketing
Associate Dean, Full Time Programmes (February 2022 – Present)
Associate Dean, Academic Services and External Relations, Business School. (Sept 1, 2020 – January 2022)
Chairperson, PGEMP, Programme. (Nov 2013 – Apr 2017)
Area Head, Marketing. (May 2009 – Oct 2013)
Programme Head, PGDM. (May 2007 – May 2009)
Area Head, Marketing. (Jan 2005 – May 2007)
Manager – Trade Marketing
Manager – Business Development
Consultation on their brand architecture and brand portfolio re-look. Revamping their retail sales through restructuring the sales force.
A relook at their brand architecture, product portfolio, and sales force structure and recommendations thereof.
Management/Executive Development, RNA RESOURCES DUBAI. (February 3, 2020 – February 6, 2020)
Management/Executive Development, MSD Pharmaceuticals Pvt. Ltd. (September 19, 2019 – September 22, 2019)
Management/Executive Development, MDP-CAPSTONE FOR PIDILITE. (September 16, 2019 – September 21, 2019)
Management/Executive Development, Huntsman PU Division. (September 17, 2019 – September 18, 2019)
Management/Executive Development, AstraZeneca. (September 3, 2019 -September 5, 2019)
Management/Executive Development, Pidilite. (August 8, 2019 – August 13, 2019)
Management/Executive Development, Pidilite. (August 7, 2019 – August 12, 2019)
Management/Executive Development, MDP CAPSTONE PIDILITE. (July 1, 2019 – August 10, 2019)
Management/Executive Development, Design Thinking. (July 6, 2019 – July 7, 2019)
Management/Executive Development, Design Thinking. (June 6, 2019 – June 7, 2019)
Management/Executive Development, Welspun India Ltd. (April 5, 2019)
Management/Executive Development, Mahindra & Mahindra Ltd. (May 21, 2018)
Management/Executive Development, University of Warsaw. (April 30, 2018 – May 6, 2018)
Management/Executive Development, Mahindra & Mahindra Ltd. (April 27, 2018)
Management/Executive Development, Mahindra & Mahindra Ltd. (April 4, 2018 – April 5, 2018)
Management/Executive Development, Mahindra & Mahindra, Women Leaders Programme. (October 9, 2017 – October 14, 2017)
Management/Executive Development, University of Warsaw. (April 30, 2017 – May 6, 2017)
COO, Mahindra Limited, Customer centricity and leadership (2017)
COO, Mahindra Limited, Customer centricity and leadership (2020)
Kamath, R., Sankrityayan, M. (2020). Emergence of e-B-to-B distributors, life savers for retailers or death knell for offline FMCG distribution?. Forbes India. http://www.forbesindia.com/article/bhartiya-vidya-bhavans-spjimr/emergence-of-ebtob- distributors-lifes-savers-for-retailers-or-death-knell-for-offline-fmcg-distribution/57899/1
Kamath, R., Pawar, N. S. (2018). Adding eCommerce to your sales strategy? Making it work online. Forbes India. http://www.forbesindia.com/article/spjimr/adding-ecommerce-to-your- sales-strategy-making-it-work-online/51633/1
Kamath, R. (2016). Castrol India Limited: An Innovative Distribution Channel. Ivey Publishing Top 10 at the ISB-Ivey Global Case Competition 2015
Kamath, R. (2016). Distribution management for Operations.
Kamath, R., Aggarwal, A. (2015). “It’s not just a cup of ‘Tea’: Consumer Brand Relationship”.
Emerald Insight; EFMD Case Writing Competition 2013.
Aggarwal, A., Kamath, R. (2015). Bajaj Auto: The Game changer in two-wheeler segment. The Case Centre.
Aggarwal, A., Kamath, R. (2015). Impact- Case Studies in Marketing Effectiveness- SMIA 2014
(4th ed.). Mumbai: SPJIMR.
Aggarwal, A., Kamath, R. (2014). Impact- Case Studies in Marketing Effectiveness- SMIA 2004- 13 (3rd ed.). SPJIMR.
Aggarwal, A., Kamath, R. (2014). Evoe Spring Spa: A Positioning Dilemma. Ivey Publishing.
Kamath, R., Kishore, K. K. (2013). An Irate Distributor: The Question of Profitability. Ivey Publication.
Aggarwal, A., Kamath, R. (2013). Case Studies in Marketing Effectiveness – Selected entries from SMIA 2012 (2nd ed.). SPJIMR.
Kamath, R. (2013). Marketing for a Social Cause – Teach for India. Case Studies in Marketing Effectiveness. SPJIMR Publication.
Kamath, R. (2013). Repositioning of Hershey’s Chocolate Syrup in India – DY Works – Hershey. Case Studies in Marketing Effectiveness; SPJIMR Publication.
Kamath, R. (2012). Marketing the HBNC Model developed by SEARCH, Gadchiroli. SPJIMR.
Kamath, R., Aggarwal, A. (2012). Case Studies in Marketing Effectiveness- Selected entries from 2011 (1st ed.). SPJIMR.
Kamath, R. (2012). Johnson & Johnson – Listerine: Changing the Category Dynamics. Book Titled ‘Case Studies in Marketing Effectiveness’. SPJIMR Publication.
Governing Council, SPJIMR (2015 – 2018)
Member of the Editorial Advisory Board for the Emerald Emerging Markets Case collection (2018 – Present)
American Marketing Association
Emerald Emerging Markets Case
Foundations of Marketing
Sales and Distribution
Council Member, WICCI: Women’s Indian Chamber of Commerce & Industry. Global Impact for Businesswomen, Entrepreneurs & Professionals. (October 7, 2020 – Present).
Member, School of Management Board of Studies, D Y Patil University, Pune, Maharashtra. (March 6, 2020 – Present)
Workshop Organizer, SPJIMR, Mumbai, Maharashtra. (February 3, 2020). Speaker, NITIE Mumbai, Mumbai, Maharashtra. (January 27, 2020).
Governing Council Member, SPJIMR. (July 2015 – May 2019).
Speaker, 30th AIMS Annual Management Education Convention, 2018 at Infosys Convention Centre, Bangalore, Karnataka. (August 31, 2018 – September 1, 2018).
Speaker, Sinhgad Institute of Management in Association of AICTE, Pune, Maharashtra. (December 11, 2017).
Editor, Book, SPJIMR, Mumbai. (January 2014). Workshop Organizer, SPJIMR, Mumbai. (2013).
Attendee, Meeting, “Building Powerful and Profitable Brands – In Good and Bad Times”, Mumbai, Maharashtra. (March 2013).
Attendee, Meeting, Lessons in Marketing Excellence, Mumbai, Maharashtra. (February 2013).
Editor, Book, SPJIMR, Mumbai. (February 2013).
Moderator, Marketing to Kids, Mumbai, Maharashtra. (January 2013).
Innovations in the Teaching of Marketing, Mumbai, Maharashtra. (January 2012). Editor, Book, SPJIMR, Mumbai. (January 2012).
SPJIMR Marketing Impact Awards (SMIA), Mumbai, Maharashtra. (January 2008 – January 2012).
Attendee, Meeting, “SPIN SELLING” special management programme with Neil Rackham. (February 2009).
Colloquium on Participant Centered Learning for leadership and excellence, Boston, MA. (July 27, 2008).
Dissertation Committee Member, Other (Outside S. P. Jain Institute of Management and Research). (November 2016 – Present).
Advised: Nitin Pitty